The Changing Marketing World
Interrupting people’s lives to try and sell a product has become intrusive and unwanted in the eyes of the American public. According to the Content Marketing Institution:
–86% of viewers fast-forward through TV commercials
–44% of mail is never opened
–91% of people have unsubscribed from emails
The Rise of Inbound Marketing
In short, traditional advertisements are no longer working. If consumers are no longer basing their choices on advertisements, how do they make their purchasing decisions?
Well, most of us have turned to the internet. Sixty one percent of people research online before making a purchase (Interconnected World). The internet allows consumers to look for useful information about their purchases, which has led to the rise of inbound marketing.
If you are unfamiliar with the concept, inbound marketing is the strategy of earning your audience’s attention by producing interesting content to draw them to your website.
Is This Good or Bad for Franchises?
While having to adapt is always difficult, the rise of inbound marketing is actually good news for franchises. Inbound marketing increases sales and costs less.
–14.6% of inbound marketing leads to a sale, while only 1.7% of outbound marketing leads to a sale (Search Engine Journal)
-Inbound marketing leads cost 61% less than traditional marketing leads (HubSpot)
How Franchises Can Use Inbound Marketing
So, how do you utilize inbound marketing to build your franchise? Below are 3 tips on how you can start using inbound marketing to build your franchise.
1. Produce a blog with content that is interesting to entrepreneurs. Franchises sell their stores to entrepreneurs, so they are your target audience. What are entrepreneurs worried about and how can franchising be the solution to their problems?
2. Optimize your content for search engines. Potential franchisees need to be able to find your website, and search engines are the best way for them to find you. In fact, Americans perform 12 billion online searches in a month on average (Comscore).
3. Design a professional, visually engaging website. According to HubSpot, visual content is a key component of the 5 most effective B2B marketing tactics, so make visual content a key component of your website.
For more information on how you can build your franchise with inbound marketing, consult with Digital Flavor. Digital Flavor will find and implement the right inbound marketing strategy for your franchise so you can reap the rewards inbound marketing today!